Flat economic performance in Western European markets impacts negatively on men’s grooming, still embedded in price competition and stagnation. Consumers, less loyal than ever, appear decided to turn to cheaper alternatives for products they increasingly consider as staples. Exceptions exist however, most notably in men’s toiletries where product lines are getting more sophisticated, to fit renewing consumers’ tastes and where growth opportunities are still to be found.
This report comes in PPT.
Western Europe remains the biggest men’s grooming market by value. It is also a very mature market with one of the highest levels of consumption per capita and now struggling to deliver further growth. After years of ups and downs, the growth rate is expected to return to modest but positive figures over the forecast period. This is largely based on the prospect of recovery from once-ailing France and Germany.
Men’s grooming is a heterogeneous market. Shaving, toiletries and fragrances have few things in common other than their targeted population: men. Shaving has contracted following price competition. Toiletries benefited from men’s developing taste for grooming. And male fragrances have followed the general dynamic of the larger fragrances market in each country, booming in the UK and dropping in France.
Traditional distribution channels are generally struggling in the wake of new consumer preferences, most notably in shaving. Razors and blades are frequently purchased during grocery shopping, but the rise of shaving clubs and the war on price is eroding the share of hypermarkets and supermarkets. Online retail, however, is progressing everywhere.
Despite a stable top 10 ranking over the historic period, the actual share of most of the top players has either stagnated or eroded. Procter & Gamble, although still first by a substantial margin, is a case in point. With Gillette embedded in price competition with smaller disruptors, its share of the market has consistently decreased in every country.
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.See All of Our Definitions
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